If you attended our 19th Annual Entrepreneur Conference + Expo, then you dipped your toes into the importance of aesthetics in your business. Aesthetic is the philosophical study of beauty and taste. The term stems from the Greek word “aisthetikos,” meaning “of sense perception,” and is related to the study of sensory values. Studies have proven the benefits of creating a great aesthetic in various aspects of business from marketing materials to product design. It leads to better usability and user experience - so, have you incorporated this into your business?
We’re back with our Digital Advantage team to provide some insight into what you need to know about aesthetics.
What is aesthetic design?
In modern society, it is a phenomenon that social psychologists call “the halo effect”. It bases the belief off the fact that the minds of humans tend to assume that good-looking people have other positive qualities aside from their physical features. This flows into the design of business products and services. When they are visually pleasing, they are perceived as more valuable and having other desirable qualities.
As the saying goes, “beauty is in the eyes of the beholder.” However, a misconception that some have is that aesthetics are simply sight-based and does not include our other senses. It’s truly a 4D experience, especially with the advancement in technology opening up more doors of opportunity to maximize on aesthetics - think VR and AR technologies.
How does it heighten the senses of consumers?
There are 5 important categories to consider when achieving an efficient aesthetic.
Vision - This is the first and most dominant sense to consider. Our sight can act as a magnet attracting beauty to our eyes. It’s based on the key elements of visual aesthetics, such as the color, shape, texture, visual weight, balance, pattern, line and movement.
Hearing - Ears are capable of perceiving an aesthetic, as well. The ability to hear how smooth a product is operating or the tone of notifications from a digital product can impact your user experience. The key elements for sound include loudness, beat, melody, pattern, noise, and repetition.
Taste - This sense allows one to deeply experience aesthetics. Our taste buds play a big part. A key element for taste is the texture, sweetness and sourness.
Smell - Just like taste, this sense also helps one to experience aesthetics even deeper. This sense plays a big part in various industries from food to beauty and fragrance. It creates a pleasing experience for potential consumers. Key elements for smell include sweetness and strength. (Something to consider with smells are the memories and visuals that are created in the mind once it’s sensed.)
Touch - Being the largest organ of the human body, it's a great way to experience aesthetics. Imagine feeling the texture of your favorite article of clothing or your cellular device. It can play a huge part in the purchasing process. The key elements of touch are texture, shape, weight, temperature, vibration and comfort.
Why aesthetic design matters?
Aesthetics are more prominent in business now more than ever. The expectations of potential consumers have evolved all together when it comes to the design field. As attention spans decrease, incorporating aesthetics can also stimulate the mind to spend a little more time on what you’re offering. It’s ALL about creating an experience that bring pleasure and simplicity.
Have you ever noticed that products and services that are perceived as easier to use and more valuable than less visually pleasing ones are quicker to be sold? A perfect example of this recent “Aesthetic-useability” phenomenon are Apple’s Airpods. They’re priced high due to the convenience and design of the product that provides a pleasurable experience to the user.
So, keep in mind that early impressions of your product or service matters. It will influence how potential consumers feel and think about it. Aesthetic design can affect long-term attitudes about products and even people. This can result in customer loyalty and brand tolerant when things go south.
How does it play into social media?
A huge thing that we pushed during our Annual Entrepreneur Conference + Expo this year was the importance of social media. This is the first platform that most people will check before purchasing a service or product. Therefore, you want to make sure that your aesthetic design across all platforms is cohesive and consistent. For a visual example, check out our Instagram (@ewomennetwork) to see how we use aesthetics to elevate eWomenNetwork.
Conclusion: Start implementing aesthetics NOW
First impressions matter. Aesthetic design provides a sense of pleasure that directly correlates with positivity. It’s perceived as more friendly, usable, and valuable. Just check out the aesthetic of this article - did it help you make it to the end of this article?
Be sure to consider finding a balance between usability and aesthetics too. Just because something is pretty doesn’t mean it will attract potential consumers if the usability doesn’t match expectations.
If you’re looking to elevate your business’ aesthetics check out our Celebrity Science services. We offer programs that will help you get a better understanding of how aesthetics play a role with your brands. The tools and resources provided will show you step-by-step how to create and execute our own successful strategies and tactics into your own work.